Archie gets killed off

The classic comic book character, who has been around for 73 years, will kick the bucket this summer.

After all those years in high school, who wouldn't want to die?

"Life With Archie" No. 36 comes out July 16, followed a week later by the 37th and final issue of the series. Written by Paul Kupperberg with cover and interior art by Pat and Tim Kennedy, the story will feature Archie dying while trying to save a friend. The cover shows a bleeding and unconscious Archie in the street, flanked by longtime friends Betty and Veronica.

By the way, let's settle this now: Betty or Veronica?

This photo released by Archie Comics shows "Life with Archie." Archie Comics says the famous comic book character will heroically sacrifice himself while saving the life of a friend in a July 2014 installment of "Life with Archie." The comic book series tells the story of grown-up renditions of Archie and his Riverdale pals. (AP Photo/Archie Comics)

"My gut told me this was the right story to share with our fans right now,'' Archie Comics CEO Jon Goldwater told TODAY.com. "So we're doing it. We definitely deliberated over how to tell the story, but we knew it was the perfect way to end this series."

Even though most people associate Archie with high school, the comics have actually progressed to portraying Archie as an adult with real-life issues.

Right. Betty or Veronica?

Of course, the decision to knock off Mr. Nice Guy wasn't easy.

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"It was very emotional,'' Goldwater told TODAY.com. "We live and breathe Archie, every day, no pun intended. We had months and months of meetings discussing this story down to the most minute details. I feel totally confident, though, that when people sit down and read the 'Life With Archie' finale, they'll sit back and agree it's a fitting, emotional and touching ending for Archie. He dies as he lived -- protecting his friends and representing the best in all of us."

Goldwater said killing off the iconic character isn't a stunt to sell more comics.

"I can understand people being upset or reacting in a strong way,'' Goldwater said. "I'd be surprised if they didn't. These characters matter to people. These are major pop culture icons we play with here at Archie.

"I would tell fans that are upset to wait until July and read the story. They'll see a story that comes out organically from the 'Life With Archie' series and really serves as a fitting cap to the acclaimed saga we've been sharing with fans for the last five years. We did not take this lightly; this is not a stunt -- we are treating this story as the death of Archie. It is in the future, definitely, and his adventures will continue, but this is a pivotal moment for him, the company and comics in general."